AN UPDATE ON 10 MARKETING TRENDS OF 2020 THAT CAN NOT BE MISSED
It is that time of the year again for us to take a look back on this year’s achievements. Also, this is a perfect time for all marketers to be interested in what are the trends for the year 2020.
Below are the top 10 marketing trends that all businesses need to catch up on to come up with an effective marketing strategy plan for 2020.
1/ Customer experience is the core
2020 continues to be a year of customers because the decisions are in the hands of the customers.
Thanks to the development of media and search tools, customers can do their own research, review prices, and a lot of information related to the products they are buying.
Customers do not wait for you to let them know how great your products are anymore. Instead, they will find out and make their own comparisons.
Because of this, the marketing trend is increasingly targeting benefits and renewing customer experience. No more the persuasion, the PG, but instead aiming to provide great customer experiences at every touchpoint on the customer journey that will make them come back eventually.
Customer experience (CX) is one of the common terms for marketers, but not everyone does this well. 73% of consumers say that buying experience is a key factor that directly influences their buying decisions. But only 49% of customers state that businesses now provide them with experience. So what exactly makes a great CX?
Efficiency, convenience, thorough customer care, friendliness, and easy payment options are what customers highly appreciate in the buying experience.
Besides, factors such as technology development, personalization, easy mobile experience, brand image, and designs all add to the overall experience of the customers.
In other words, customer experience is always at the forefront of all marketer’s marketing strategies. The goal is to provide a seamless, engaging, and content-based experience. It is not surprising that many of the CX (Customer Experience) functions will be boosted in 2020.
2/ Improving the quality of employees’ performance
If efficiency and friendly service are the foundation of a great customer experience. How can you provide and maintain this service? The answer, of course, lies in your staff.
Many studies also show that up to 46% of consumers will give up a brand if employees have no ideas about their products and have a bad attitude during the purchase process.
Even though you might have launched many campaigns to attract customers. In the end, the person directly contacting and talking to customers is the employee, not you.
In other words, employees are the face of the whole business. So focusing on training good employees, and improving customer service is an essential part of your marketing strategy.
It does not come naturally that big businesses always focus on training and providing good remuneration policies for their employees.
You cannot expect employees to care about your customers if they themselves are not satisfied with their work and do not really believe in what you are doing for them.
The key to this is to build a solid foundation of employee engagement and take firm steps to ensure every employee understands and aligns with your brand mission and values.
3/ Focusing on the images
While advances in voice search certainly affect the way we create content now and then, you shouldn’t neglect to focus on images. Research has shown that people prefer to read content with accompanying images rather than plain text.
You just need to look at the development of image-centric platforms like Pinterest or Instagram to assess how the image affects consumers.
Search by image is also initially taking off. Google, Pinterest, and several other companies are also investing in image search technology.
Google implements a reverse image search feature (helping users retrieve similar photos or information related to that photo).
Pinterest introduced the “Lens feature” in early 2018, and the social networking platform says its users conduct 600 million searches monthly with this feature.
Images are always easier to remember than written content. Adding data images, infographics, and videos to your text not only makes the content more interesting and interesting. But also makes your message easy to remember in the minds of customers.
4/ Personalizing customer experience
In recent surveys, up to 90% of customers prefer a personalized experience. According to the Harvard Business Review, when using the right personalized content, businesses can increase marketing efficiency by 15% and save money up to 30% of their budget.
The strong development of social networks (Facebook, Instagram …) makes traditional media such as TVC, newspapers, and outdoor advertising boards … gradually lose their effectiveness.
In addition, customers also fragment into many different segments. This makes it difficult for marketers to come up with effective marketing strategies. Consumers today are flooded with marketing branches into many different channels.
And
They proactively select the information they want to access and eliminate unnecessary and disturbing information.
Therefore, personalizing the message is considered an indispensable trend to create success that you need to continue to focus on in 2020.
The “Share A Coke” campaign launched by Coca-Cola in Australia in 2011 and then in the US in 2014 is an example of the success of personalized marketing. Coca-Cola did not neglect its young customers by printing some popular names on their cans and bottles.
At the same time, the company also held a photography contest called “Take a selfie with your own can”, and “Map of the name will be printed on the bottle of Coca-Cola”.
It is this strategy that has raised the marketing level of the company and made it a phenomenon that makes customers surprised and interested. In fact, all the ideas in the campaign of Coca-Cola are deeply personal and successful in the world.
Personalization does not stop at automatically calling customers’ names when sending emails, or messages …
With improvements in technology such as AI combined with customer data acquisition and insights from the media.
Social media as well as different sources can help us personalize everything from design content to products and more.
5/ Converting marketing strategies
As you are reading about upcoming marketing trends for 2020 in this article. It’s easy to think that marketing success can be achieved by making a list of good practices and applying the latest technology. However, the business is increasingly complex.
To be successful in 2020, you need to think out of the box about what you are doing and connect everything closely. Certain marketing objectives must be consistent with the overall goals of the business.
“Convert of marketing strategies” is the term used to describe changing the basic processes of an enterprise with new business strategies.
Going through a marketing transformation can help companies improve their experience and customer service. Enhance their reputation, and ultimately gain brand recognition and ultimately increase sales and profits.
Businesses achieve results by combining data collection, using modern technology, building customer relationships, engaging with customers online, publishing quality content, and improving the online experience.
All of this is part of a basic strategy that influences every department and employee in the company, not just marketers.
Your strategic marketing plan must determine which marketing goals and tactics will be used to reach out to customers including content marketing, SEO, email, social media, advertising, and marketing offline.
Finally, how to provide a plan for all parts of the organization that will be involved in this new marketing strategy.
To simplify, a marketing strategy is no longer just a mere responsibility of marketers or leaders.
Converting marketing strategies in time to ensure that the reputation of the business, customer relationships, and the entire customer experience are always focused on all business activities.
6/ Featured Snippets
With the rise of mobile and voice search, people are changing the way they use search engines like Google. Becoming number one of the first search engine results is no longer the main goal that businesses should aim for.
The search behavior is gradually changing and in fact, you are likely to seek information that appears fastest.
The featured snippets come with some information so you don’t have to click on the website to get the information you’re looking for anymore because it’s now on Google‘s search results page.
Information can appear in many places, but the most searched location is at the top of the page, before the list of unpaid pages.
This position is called the “rank of 0 people”. Because it is often the only information that searchers will see and is the goal that every business is always aiming for.
Brands are still trying to figure out how to reach zero and if you can push your business’s posts to this position. You’ll have a huge advantage over your competitors.
7/ Voice Search
Voice search is growing and there are no signs of pausing. This will continue to be one of the factors that businesses need to focus on content creation and online marketing. It is predicted that voice search will account for 47% of all searches by the year 2020.
Consumers also hope to use voice search more in the future with 61% of people aged 25-64 have used mobile devices, and smart speakers … intend to use it more when integrating search features by voice.
Besides new hardships, voice search also offers interesting opportunities. The Tequila Patrón brand has partnered with Amazon Alexa (the virtual assistant developed by Amazon) to make it easier for users to search by voice to find the brand.
Specifically, when searching for cocktail recipes, Amazon Alexa will provide recipes from Tequila Patrón for users to easily choose and follow. This not only helps increase brand awareness and visibility but also allows users to shop for products directly from the displayed results.
Even if your business is not ready for voice search integration. It’s important that your content is optimized for voice search. Voice searchers use longer, more keywords so you should focus on long articles, answering questions directly to make them easy to find.
This contributes to the article being more likely to be selected as a prominent quote or position 0 on Google.
8/ AI/Automation
Will 2020 be the year of the rise of robots?
We have seen tremendous advances in AI over the past few years as well as a huge increase in the number of businesses that use technology and automation to support their marketing efforts.
AI is one of the main technologies behind voice search and smart assistants. It also makes chatbots popular and appears on many websites. AI technology and automation are helping to eliminate some of the hard work in marketing. So brands can focus on strategies and create a great customer experience.
Remember, humans, are always the most important factor in marketing and customer care. Therefore, you should only consider using technology as a part of making marketing effective, not a complete alternative to human work.
Much of the data being powered and analyzed by AI is also helping businesses better understand customer portraits while personalizing customer experience at each touchpoint.
9/ Focusing on building customer loyalty
Providing a great customer experience is making sure that the customer experience (CX) is actually happening and focusing on keeping your usual customers, rather than only attracting new customers.
Every happy customer will be a brand ambassador and have a great influence on the development of the business
Old customers always bring more value than new customers. The cost to attract a new customer is five times that of retaining an old customer.
Loyal customers also help increase reputation and brand awareness when they are always talking about your business and products with friends and family.
10/ Livestreaming
Livestreaming is extremely popular with consumers and is expected to be worth more than $70 billion by 2021. On average, people spend more time watching live videos, which is 3 times longer than watching pre-recorded videos.
This is also arguably the most popular way for consumers to learn about new products. So why is live streaming so popular? Livestreaming – Video content continues to be a booming trend in marketing in 2020.
In fact, when a direct element is added to a video, it makes the video more appealing because viewers feel they are part of it and can interact, and impact content instead of just passively watching it.
Livestreaming is an effective way to attract special customers’ attention on social networking sites like Facebook or Instagram. These types of videos are very appealing to viewers because of their high reliability, and instant interaction, and especially hit the “fear of missing out” mentality.
When you’re not sure whether the live-streaming videos contain the information you’re interested in or the compelling opportunities that only appear during live broadcasts. That means you must be one of those people. Watch first if you don’t want to miss the information you are interested in.
Now it’s time to start planning your marketing strategy. Make sure you start the new year with a clear plan of goals and how to achieve them. With the 10 marketing trends we bring, are you ready to build a perfect marketing strategy for 2020?
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